A New Age Of Wine Marketing
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washingtonwine.org A New Age Of Wine Marketing Presented By The Washington State Wine Commission Kent Waliser, Vice Chair Chris Stone, Deputy Director February 10, 2011
Transcript of A New Age Of Wine Marketing
washingtonwine.org
A New Age Of Wine MarketingPresented By The Washington State Wine Commission
Kent Waliser, Vice Chair
Chris Stone, Deputy Director
February 10, 2011
washingtonwine.org
Washington State Wine Commission
Mission Statement:
On behalf of the State of Washington and its wineries and growers, the mission of the Washington State Wine Commission is to raise awareness and demand for Washington State wine through marketing and education while supporting viticulture and enology research to foster ongoing industry growth.
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Washington State Wine Commission
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John Bookwalter, ChairJ. Bookwalter Winery
Dick BousheyBoushey Vineyards
Glenn Coogan, TreasurerAscentia Wine Estates
Patricia GellesKlipsun Vineyard
Eric HurlburtWSDA
Martin JohnsonSte. Michelle Wine Estates
Steve NewhouseUpland Vineyards
Peggy Patterson (non‐voting)Hoodsport Winery
Rick SmallWoodward Canyon Winery
Jay SoloffDeLille Cellars
Chris SparkmanSparkman Cellars
Kent Waliser, Vice ChairSagemoor
Vacant PositionWine Wholesaler
Board of Commissioners
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Washington State Wine Commission
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Rob AndersenSenior Events Manager
Shayn Bjornholm, MSEducation Director
Jain CainOffice Manager
Madeline DowSenior Marketing Manager
Cathy JaramilloFinance Manager
Ryan PenningtonPublic Relations Director
Robin PollardExecutive Director
Katie SadlerMarketing and Events Coordinator
Chris StoneDeputy Director
Erica WaliserPublic Relations Coordinator
Commission Staff
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Agency Partners
Advertising/Marketing
Web
Export
Leadership Team
Chris StoneDeputy Director
Tour Guide Publishing Event Production/Sponsorship
Destination Media Alliance
Delivery Team
Support Team
Cathy Jaramillo
Finance Manager
Shayn Bjornholm
Education Director
Ryan Pennington Public Relations
Director
Madeline Dow
Senior Marketing Manager
John Bookwalter, Chair
Kent Waliser, Vice Chair
Glenn Coogan, Treasurer
Dick Boushey
Patricia Gelles
Martin Johnson
Steve Newhouse
Eric Hurlburt
Peggy Patterson
Rick Small Jay Soloff VacantChris
Sparkman
Board of Commissioners
Robin PollardExecutive Director
Katie SadlerMarketing & Events
Coordinator
Erica WaliserPublic Relations Coordinator
Jayne CainOffice
Manager
Rob AndersenSenior Events Manager
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Washington State Wine Commission
Trade and Consumer Marketing Programs
Local Markets (Pacific Northwest)
•Washington Wine Months
March 2011 – Taste Washington Wine Month
August 2011 – Governor’s declared Washington Wine Month
• Taste Washington Seattle
March 26, 2011 – Seminars, Bell Harbor Conference Center
March 27, 2011 – Trade and Consumer Tastings, Qwest Field Event Center
• Taste Washington Portland
May 1, 2011 – Trade and Consumer Tastings, Pure Space
• 20something–the new vintage
November 19, 2011 – Millennial Consumer Tasting, Fremont Studios
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Washington State Wine Commission
Trade and Consumer Marketing Programs
Local Markets (Pacific Northwest) ‐ continued
• Seattle Restaurant Week
April 2011
October 2011
• Local Marketing Campaign
TBD 2011
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washingtonwine.org
Washington State Wine Commission
Trade and Consumer Marketing Programs
National Markets
• Road Trip Washington Wine
September 25‐29, 2011 – High‐profile on‐ and off‐premise decision makers
• Third‐Party EventsPebble Beach Food & Wine
Sunset Celebration Weekend
Aspen Food & Wine Classic
Lamb Jam Washington DC – May 22, 2011
•National Marketing Campaign
Washington DC – Spring 2012
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Washington State Wine Commission
Trade and Consumer Marketing Programs
Export Markets
• London Trade TastingJanuary 20, 2011
• Taste Washington Tokyo
March 15, 2011 – Trade Tasting, Osaka
March 17, 2011 – Trade and Consumer Tastings, Tokyo
•Washington State Wine Experience
June 5‐9, 2011 – Importers, on‐ and off‐premise buyers from around the world
• Taste Washington Montreal
TBD 2011
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Washington State Wine Commission
Viticulture and Enology Research
Dedicated Funding
5% of Commission assessments – Over $127,000 for FY 2011
Wine Advisory Committee
Industry priorities drive research projects
Co‐Chaired by Dick Boushey and Brian Carter
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Washington State Wine Commission
Industry Accolades
Best New Winery, 2010 (Gramercy Cellars) – Food & Wine
Wine of the Year, 2009 (Columbia Crest) –Wine Spectator
Winemaker of the Year, 2009 (Charles Smith) – Food & Wine
Man of the Year, 2009 (Ted Baseler) –Wine Enthusiast
Winery of the Year, 2007 (Long Shadows) – Food & Wine
Winemaker of the Year, 2007 (Bob Betz) – Sunset
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A New Age Of Wine MarketingPresented By The Washington State Wine Commission
Panelists:
Chris Stone, Washington State Wine Commission
Christian Miller, Wine Opinions and Wine Market Council
Paul Mabray, Vintank
Sean Sullivan, Washington Wine Report
Ann Anderson and Kenton Fabrick, Walter Dacon Wines
Trey Bush, Sleight of Hand Cellars
